Engie wants to contribute to a better world. The campaign provided insight and a clear course of action.

Partout was the technical partner for the 'Mijn klimaatakkoord' (My Climate Agreement) campaign by energy supplier ENGIE. The aim of the campaign was to give Dutch people insight into their energy consumption. And it worked! Together with more than 12 thousand Dutch people, over 1.9 million kilograms of CO2 was reduced during the campaign period. FAMA VOLAT was responsible for the concept and Partout was responsible for the production and implementation of the 'Mijn klimaatakkoord' tool. 

Concept

On 1 January 2020, the Paris Climate Agreement came into effect. The climate agreement feels like something that is mainly relevant to government and business. But nothing could be further from the truth: it is relevant and important for everyone. That is why ENGIE introduced the Personal Climate Agreement. This was an interactive tool that gives you insight into your behaviour and its impact on your CO2 emissions. ENGIE then offered practical tips to reduce your CO2 emissions. The aim of the campaign? The campaign served as an eye-opener that helps you make conscious choices in a positive, playful and interactive way.

How does the interactive tool work?

The tool gave playful insight into your energy consumption. This was made clear through a number of themes: Housing, Mobility, Food and Lifestyle. Think of questions such as 'How often a week do you take a shower?' and 'Do you make a point of unplugging appliances you are not using?'. Based on the information entered, a calculation is made of a person's CO2 emissions. Challenges are then presented for each chosen theme. For each challenge, you can choose whether you want to take it on and how often. Each challenge also shows its effect on CO2 emissions. You pick a few challenges and your personal climate agreement is a fact. You can then also email your climate agreement to yourself. The personal climate agreement offers insights and practical tips on your personal contribution to a better climate. 

Behavioural influence

The Mijn Klimaatakkoord campaign made use of persuasion principles. For example, nudges are used to encourage participants to complete the questionnaire. Nudging is a behavioural psychology motivation technique in which people are subtly encouraged to behave in a desired way. They literally get a 'nudge' in the desired direction. Nudging techniques were reflected mainly in the set-up of the questionnaire and the design of the questions. Use was also made of the psychological process of consistency in behaviour. This refers to people's tendency to behave in a way that is consistent with their previous decisions or behaviour. Once we have made a choice or taken a stand, we will experience personal pressure to behave consistently with that commitment. 

By drawing up the climate agreement and choosing their challenges, users have made a choice. Based on behavioural influence principles, users will feel a greater need to complete the challenges. To tap into and reinforce these behavioural influence principles, animations were created. These custom animations were developed by our motion designers. ENGIE's aim with the Mijn Klimaatakkoord campaign is to raise awareness among Dutch people about their energy consumption, with the ultimate goal of ensuring that participants make more environmentally conscious choices. 

Approach

• Brand Experience:
  ENGIE offers a positive, optimistic angle and concrete tools to put the climate agreement into practice. ENGIE surprises and rewards you at unexpected moments.

• Customer Experience:
  Creating a positive experience at every step of the customer journey a participant goes through in the campaign. Based on your personal climate agreement, you as a participant receive the content that is relevant to you.

• User experience:
  Mobile-first UX and copywriting that keeps nudging you in the right direction, with subtle gamification. The game element in Mijn Klimaatakkoord is that users choose their own challenges, and in doing so also choose how much they want to cut their emissions. Remote user testing was also used: participants could work through the application independently, remotely and at a time that suited them, and give feedback via screen captures and video recordings. This is how we make usability testing more efficient.

Results

During the campaign period, Mijn Klimaatakkoord had 12,931 users. Of the 12,391 users, 5,635 actually started the question flow. That is around 45% on average across all channels. In total, 5,045 users completed the questionnaire and 4,234 users chose a challenge. If all users follow through on their chosen challenges, together we will achieve a CO2 reduction of 1,946,722 kg. And those are results we are proud of!